carol davidson figured out how to get the message to those specific voters. they developed the op tomorrow miser. it schroder what shows the persuadeables were watching and when. it was sold by some cable companies. >> we were able to get the data to our vendor and pair that data to et voer ill file data. >> people would find it creepy about so much bdata being out there about them and use it in a political campaign. >> at the end daft you get e-mails or mail you didn't know who the person sent it to you still know their name. you say hello peter. i am barack obama. it would freak you out. is it just different or is it really a concern about invading life. >> give me a program. >> like on judge judy and all over the place. >> did you have a way of testing whether or not the hospitoptimis working. >> f if you are defining succes we won the election. the only thing i can look at we got more impressions larger audience and paid less for it. >> at one point they were running shows on 60 different cable stations they were running them on 15 cable stations for romn

carol davidson figured out how to get the obama message to those specific voters.eveloped something called the optimizer. it showed her what television shows the persuadables were watching and when. this information was sold by some cable companies. >> we were able to get the data from our vendor and at the same time pair that data to the voter file data. >> there's also a lot of people find this creepy, used in a political campaign. >> at the end of the day, you get e-mails and mail sent to your house all the time that you didn't know the person who sends them to you and they knew your name. >> i could say hi peter, this is barack obama. that might be jarring and it would freak you out. is it just different or is it really a concern about your life. >> give me an example of a program that i didn't expect -- >> we've aired stuff on judge judy and all over the place. >> did you have a way of testing whether or not the optimizer was working? >> if you're defining success like we won the election. if we define success how did the optimizer specifically do it, the only

carol davidson figured out how to get the obama message to those specific voters.he developed something called the optimizer. it showed her what television shows the persuadeables were watching and when. this information was sold by some cable companies. >> we were able to get the data from our vendor ingest it into the system and at the same time compare the data to the voter profile dat stadata. >> some people think that's creepy all of that data out there used in political campaign. >> you get direct mail sent to your house all of the time. you didn't know the person who sent them hi, peter this is barack obama. that may be jarring. may freak you out. is it just different or is it really a concern about invading your life. >> give me a program i might not expect to see political ads aired on. >> judge judy and all over the place. >> did you have a way of testing whether or not the optimizer was working. >> if you are define success of we won the election or how did the optimizer specifically do it the only thing i can look at it is we got more impressions, we ha